Postcards: Creating and Sending Postcards 

Creating Postcards

Brainstorm

Purpose of the Card

• WHAT is your intention for the postcard? 
• WHO will it be going out to?  New clients, thanking them for their business and seeking an up-sell or a cross-sell, or perhaps asking them to refer their friends?  Is it an offer to prospects and clients for a discount off their next purchase? 
• WHEN will this card be going out?

Offer

What is your offer? A great offer is the cornerstone of selling well. It should leave your prospects feeling as though they would be utterly FOOLISH not to take you up on it.

• “20% off goods and services until February 10^th, 2010? Get them while you still can!”

• “Buy one, get one free till the end of the year, or till we run out, which is BOUND to be sooner with the way they’re moving!”

• “Refer a friend and get a free ‘what’s-it'.  As of when this postcard was printed there were only 23 left,

       so HURRY!”

There’s a TON we could say about creating a compelling offer, but in general:

• Without a deadline, there really IS NO OFFER.

• Testimonials rule! People need to know you’re for real, that your thing works, that it can work for them, and that it’s worked for others LIKE them. Testimonials are where to do all that.

• Also..nothing but nothing mobilizes human beings like a rapidly diminishing supply of something they want, so…use scarcity. Even if you’ve got an unlimited supply, it should generally appear like they’re flyin’ out the door and the prospect will be lucky to get their hands on one. 

Imagery

What kind of photo(s) or graphic(s) best convey your message? Take a look around at other postcards and ads that catch your eye for ideas. Remember, it’s ALL been done before and nobody’s handing out points for originality, so…don’t be afraid to borrow from the greats! Looking to great designs and offers to inspire your own is a GOOD THING. Now…that said, there is a big difference between borrowing and ripping off. You must respect intellectual property. Don’t ‘copy’ other people’s stuff, and don’t use copyrighted images.

We’ve provided some incredible FREE images for you to use. Have a look through the ‘Public’ image folder to see if there’s something in there that would work well.

A note on getting images for your postcards

You can also go to iStockPhoto.com to get royalty free photos, or you can use the FREE (and yes, totally LEGAL!) photo-getting method that we love! You can go to flickr.com and search for images offered under the Creative Commons license. Be sure that you choose only images where the author is allowing the free reproduction of the image for COMMERCIAL use. Each image will specify what the conditions of use are. All creative commons images must be attributed (must contain a credit to the author of the image or graphic). Read this guide by Skellie to learn all about finding and using incredible flickr images.

Create

Once you’ve brainstormed your postcard and have a general game plan…you’re ready to start creating it!

Go to the messages tab in your SendPepper account.

Click "Add Message” in the upper right-hand corner.

Choose “Postcard.”

Functions that are Always Available in the Postcard Editor Toolbar

Save: At any time during the creation of your postcard, you can save the design by clicking the "save" button in the upper left.

Proof: To get a pdf proof of your postcard the way that it will look when printed, click the "proof" button just next to the "save" button.

Working on: It’s a good idea to name your postcard when you first get started. Do so by clicking on the title next to the words “working on.”

View Side: Here you can easily switch between working on the front side and back side of your card.

Adding and Working With New Layers

All design elements such as text, images, shapes, gradients and images are added in the form of “layers,” which, if you’ve used Adobe Photoshop, or Paint, should be familiar to you. If not, they’re very intuitive and you’ll quickly get the hang of layers.

Click “New Item” to begin creating your postcard.  From here, you can choose to add a new layer.

Adding a New Layer

1. Click “New Item” near the top of the screen on the very right.

2. From here, you can choose to add one of 4 different layer types:

• Text Area
• Shape
• Gradient
• Image

1. Descriptions of each layer type and options for using them come a bit later in this section.

Select a Layer

As soon as you create a new layer, it will start out selected. You’ll know it’s selected

Re-ordering Layers

You can drag the layers by clicking and holding the up/down arrows icon within the “layer stack” on the right to control which are on the top and bottom (and everywhere in between) of the stack,. If a given layer is “underneath” another layer, it may not be visible because it’s hiding underneath another layer. If you want that layer to show, you’ll need to drag it in the layer stack  so it’s above the layers that might otherwise be blocking it.

Resizing a Layer

There are two ways to do this: 

Dragging Method

1. Just select the layer you want to resize (by clicking on the layer on the postcard design, OR in the layer stack on the right).

2. Then grab (click and hold) one of the little red squares, or “handles” on the edges and drag it outward to expand, or inward to shrink.

1. Note that if you want to keep the height to width ratio the same while you resize the layer, you can do so either by using one of the handles on the corners (as opposed to the sides) of the frame, OR by holding "shift" while you resize. This is especially useful when resizing pictures so you don’t accidentally change the width, but not the height, or vice versa, thus, distorting the image.

Numeric Method

This method allows you to enter a specific height/width measurement (in pixels) for the size of the photo as you’d like it to be.

1. Start by selecting the layer you’d like to resize.
2. Then, in the upper right of the editor screen you’ll see the current Height and Width measurements for that layer. Simply select EITHER the height or the width value and change it to whatever you’d like. This option automatically keeps the height to width ratio (or proportions) of the image the same. Thus, if you change the width, the height value will instantly be changed as well; in order to maintain the proportions of the layer. This method of resizing is good if you’re looking to make exact changes and where specificity is key.

Repositioning a Layer

There are two ways to do this: 

Drag and Drop Method

1. Just select the layer you want to reposition (by clicking on the layer on the postcard design, OR in the layer stack on the right).

2. Grab the layer (by clicking and holding within the layer itself, on the postcard, not in the layer stack).

3. Drag and drop it wherever you like. 

Numeric Method (Distance from Top and Left Edge)

1. Start by selecting the layer you’d like to reposition.

2. Then, in the upper right of the editor screen you’ll see the current position for that layer. The positioning is shown in the following measurement:

1. Left: This is simply the number of pixels the layer is from the left-hand edge of the postcard.

2. Top: This is the number of pixels the layer is from the top edge of the postcard.

3. If you want to change the horizontal positioning of the layer, simply enter the number of pixels you’d like the layer to be from the left and press enter. Similarly, if you’d like to change the vertical positioning of the layer, enter the number of pixels you’d like the layer to be away from the top of the card. This method of repositioning is good if you’re looking to make exact changes, and where specificity is key.

Resizing and Repositioning Layers with Precision

This is done based on the distance of the shape from a nearby shape. This is useful when you’re trying to get two shapes to line up perfectly or create boarders/frames

1. Select the shape you’d like to move or resize.

Changing the Opacity of a Layer

The “Opacity” of a layer simply refers to how “opaque” it is. To change the opacity of a layer:

1. Select the layer for which you’d like to change the opacity (by clicking on the layer on the postcard design, OR in the layer stack on the right). If the opacity slider is slid all the way to the right, or at 100% opacity, the image is fully opaque, and nothing underneath the layer can be seen (unless it’s an image with a transparent background, but we’ll get more into that later).

2. Pull the opacity slider toward the left and the layer will become less opaque (more transparent), thus allowing whatever might be underneath (the white background, or other layers) to show through. 

Picking the Color of a Layer

The color-picker is pretty intuitive. Play with it and get accustomed to it. One very cool thing about it is that you can actually choose your color by entering the x value, which allows you to replicate colors exactly.  You can choose from other areas in your postcard, from other marketing materials you’ve got, to something you’ve seen on the web.

Working with Text Layers 

To create a new text layer, select: “New Item” > “Text Area.”

You have control over many formatting options in the toolbar. The text formatting toolbar is only visible when you are working on a text layer. Many of the text options are quite standard and don’t need a lot of explaining. From left to right, they are:

Top Toolbar

• Change Font

• Change Text Size

• Change Text Color

• Bold, Italicize, Underline

• Alignment: Left, Centered, Right

• Line Spacing: This allows you to change the spacing between the lines to suit your design preference.

• Letter Spacing (a.k.a. kerning): This allows you to change the space between letters to suit your design preference.

• Paste Text: This option allows you to paste text from other programs, as standard pasting options (using right-click and using ctrl-v) do not work.

Bottom Toolbar

• Insert Merge field: To add a merge field from the contacts database, just select the field from the drop down menu and click the "Insert Field" button. Note that you can also simply type the merge field into the body of the email, or even the subject line for the same effect. Merge fields are always surrounded by [brackets].

• A special note about using ‘default merge’ values: If you’re using a particular merge field, and you’re not absolutely certain that you’ve got data populated for that field for everyone, you’ll want to set a “default merge” value for that field that will go in when no specific data is available. For instance, say, for some reason you only have a last name for a few of your contacts (perhaps they were imported as Dr. or Mr. Smith). If you start an email or postcard with “Hello [first name],” that person will receive a message that reads “Hello ,” which looks, well, bad. If, however, you have a “default merge” set up for the first name field, say, you set it to be the word “There.” Well, now his message will start with “Hello There,”. Of course, this works with “Hello”, but be careful that you don’t forget and accidentally create a message that begins with “Dear.” Heh.

• Opacity: This is explained earlier in this section, here.

• Positioning/Sizing Values: This is explained earlier in this section, here.

Merge Fields 

Merge fields allow you to merge any data you have for your contacts into emails, postcards, and landing pages. They are awesome for personalizing marketing pieces that are going out to many people, so that they appear to the recipient to have been sent only to them. The most common field people merge into their marketing pieces is [first name], but there are a ton of different ways you can cleverly use merge fields to personalize things even more.

Working with Shape Layers

To create a new shape layer, select: “New Item” > “Shape.”

Like any of the other layer types, you can resize shape layers by using the red handles on the edges when the layer is selected OR specifically to the exact size you’d like with the pixel value field on the right hand side of the toolbar. You can choose which kind of shape you’d like to create from the toolbar as well. Your choices are:

• Rectangle
• Circle
• Rectangle with rounded corners

Just to the right of the shape chooser is the color picker and the opacity control slider bar.

Power User Technique: Creating Borders/Frames with Shape Layers

If you want to create a frame/border, you’ll need to create two like shapes (two circles, two rectangles or two rectangles with rounded corners) with one slightly larger than the next. The shape ‘on top’ should be slightly smaller, so that the one underneath (which will show up as the frame) sticks out at distance you’d like the frame’s thickness to be. You’ll want to use the exact positioning feature to make sure the thickness (the distance between the edge of the inner shape and the outer shape) of the frame is the same on all four sides. Do this by selecting one of the shapes and pressing and holding the ctrl key (command on a mac). The distance that the edges of the shapes are from one another will appear in purple. Then, simply use the arrow keys on your keyboard to ‘nudge’ the shape so that it is equidistant from all sides of the corresponding shape. This is WAY easier than it sounds.

Working with Gradient Layers 

To create a new gradient layer, select: “New Item” > “Gradient.”

On the left hand side of the toolbar you’ll see your shape selection choices. Your gradient area can be in any of the available shapes: Rectangle, Circle, or Rectangle with rounded corners.

Gradient Adjustment Slider:

1. To change the colors in your gradient, double click the rectangle that sits underneath the little ‘carrot shaped pointer.’

2. To increase the distance of the transition (and thus, the subtlety of the gradation) from one color to the next in your gradient layer, move the two sliders further apart. To decrease the distance and subtlety of the gradation/transition from one color to the next, move the sliders closer together.

3. To increase the area of the color, say, on the left, move both sliders to the right, and vice versa.

4. To change the direction of the gradient from vertical to horizontal, or vice versa, click the button just next to the Gradient Adjustment Slider.

5. To change the opacity of the gradient layer, use the Opacity slider.

Working with Image Layers

To create a new Image layer, select: “New Item” > “Image.”

From here, you may choose to:

Use one of the Images We’ve Provided for Your Use, Free of Charge.

• These images are located in the ‘Public’ image folder. Browse around, find one you like, click it, and then click ‘accept’. You’ll see it appear on your card in a moment!

Add a New Image

• On the bottom of the “Select an Image” popup window, you’ll find a link to “+Add New File.”

• Here you can choose to upload a file from your computer by clicking the ‘browse button,’ locating the file on your computer, selecting it and uploading it.

• OR if you’d like to use an image that’s already online somewhere, you can choose the “Enter image URL” option, and do just that. Simply enter the address where the image you’d like to use is hosted.

• WARNING: 1. Most web images are at too low a resolution to look good when printed, so be sure before you use an image that it’s a high resolution image. 2. You must either have created an image, or have permission from its author in order to use a copyrighted image. You may, however, use certain images offered under the creative commons license.

• Finally, you’ll select which folder(s) you’d like this image to be put into and click "Upload."

Use an Image You’ve Already Uploaded

• In this case, simply locate the photo in its folder, select it and hit "accept."

You can make the image into any of the three shapes available in the toolbar: Rectangle, Circle, Rectangle with rounded corners.

You can replace an image by hitting the “select image” button and changing it out for a different one.

Cropping an image is simple. Just select the image, and hit the “crop” button.

Using Logos and Other Graphics and Images with Transparent Backgrounds

Sometimes, it’s useful to use your logo or other images, with transparent backgrounds so that the image underneath can show through the negative spaces.  If you already have a version of the image you want to use saved as a .png with a transparent background, you can go ahead and upload and use it.  If not, you’ll need to create your image in Photoshop with a transparent background. Thanks to the nice folks at MediaCollege.com, we’re able to provide you with step-by-step instructions on how to do that! Since .jpg formatted images don’t support transparent backgrounds, you’ll save your image as a .png and upload and use it as you would any other image file! 

Proofing Your Card

Before you put your card into any sequences, you’ll first want to get a “Proof” to make sure that everything looks the way you want. To do this, simply click the “Proof” button in the upper left and choose to open it in Adobe Acrobat, Reader, or whatever program you use for viewing PDF files. If everything looks right, you’re ready to start having us mail your postcard out. If not, go back and make the necessary corrections and run another proof.

Sending Postcards

Really, you don’t send your card at all….WE DO! There are several different ways you can have cards sent to your prospects:

Automatically

As a Step in a Sequence

With this option, you’ll go to the Autopilot tab, and drop the card into a sequence as a "print step," and set it up on the schedule you’d like it to go out. Now, anyone who’s subscribed to that sequence, and for whom you have a valid mailing address, will receive the postcard five to eight days after that step is triggered (because of the printing and mailing time). Remember, you can have any number of different postcards in a given sequence. Go wild! This is the place for holiday promotion cards, appointment reminders, referral requests, and whatever you can dream up!

As an Active Response

[Note: OfficeAutopilot and above only]

With this option, you can have an Active Response rule set up to send a postcard to a contact in response to any number of triggers. Maybe they visited your pricing page for the second time or perhaps they've clicked a link, requesting more information about a certain product or service you offer. This allows you to catch certain behaviors or characteristics that your prospects exhibit, and respond to them with a perfectly timed postcard in their mail box to get them while they're still hot!

Manually

One at a Time

Open a single contact’s record, click the "Send Postcard" button, choose the one you’d like to send, and it will be sent out.

Multiple Contacts at Once (postcard blast)

Simply select the contacts using the checkbox to the left of their name in the contact overview screen OR an entire group.  Next, scroll to the bottom under the “Group Actions” bar and choose whether you want to send to just those selected with the “With Selected” option or whether you want to blast to the entire group using the "All in group" option.  Finally, choose “Send Postcard.” 

FAQs

Some questions we've heard...

"How do I get a PURL onto my postcard?"

"I purchased a list of addresses from InfoUSA, and I'm blasting out a bunch of postcards to them, but some of them came back because the person no longer lives there, can I have a "or current resident" field on the address?"

"HELP! I made my card on a mac and it looks different on a PC!!"

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